Content is king and will define the overall "shape" of your site's functionality and design. Scaled or refined content can allow your businesses to quickly enter the marketplace and introduce your brand to the World. Your content will inevitably scale over time. Scaling allows your business to control functionality and brand messaging while preparing to offer new products and services.
Users will only see what you show them. Be sure only to show users what you want them to see by developing a forward-looking plan that allows you to maneuver from one phase of business to the next.